Welcome back, changemakers.
We have been sitting on some data that we genuinely cannot stop thinking about. And today, we’re finally sharing it with you.
The Forces for Good 2026 survey report is live, and we launched the findings at our recent live webinar. 🌱
This is our signature annual survey — a global pulse check on where marketers and creatives actually stand when it comes to sustainability. And this year, the headline finding is one we want you to hold onto.
90% of marketers are ready to rewire their daily workflows for people and the planet.
🪴 From the value–action gap to something bigger ⤵
To understand why this matters, we need to go back to 2025.
In our first Forces for Good survey, the picture was both hopeful and stuck. 87% of marketers cared deeply about the planetary crisis. 75% thought about climate change at least once a week. And 75% said they would change their daily work — if they knew how.
The passion was there. The pathway wasn’t.
We called it the value–action gap.
Fast forward to 2026, and something has genuinely shifted. The 90% headline tells us that sustainable marketing isn’t a niche topic anymore. We’re accelerating into a movement.
✊ What marketers are actually ready to do ⤵
When we say 90% are ready to make changes, we’re not talking about vague intentions.
We’re talking about rethinking campaign narratives.
Challenging unsustained briefs.
Embedding sustainability into KPIs.
Questioning green claims that cannot be evidenced.
Redefining what growth actually means.
That is not a values check. That is a professional identity shift.
As a sustainability-focused marketing leader, Angeley Mullins put it: 🗣️
“We’re getting away from greenwashing and moving toward real stories. We’re finding out what sustainability actually means for everyday people, in their city, in their work.”
The bar has risen. And the marketers paying attention know it.
🧠 The part that keeps us up at night ⤵
Here is where we have to be honest with you.
The willingness is real. But only 36% of marketers are even aware of what their eco and social impact actually is. So we have people who want to do better — without yet knowing exactly where to start.
And 36% still name communication breakdown with their CMO or Marketing Lead as their primary barrier to action.
Marketers want to act. But without structural support and visible leadership commitment, progress stalls.
This isn’t an indictment of marketing teams. It’s a signal to the organisations behind them and an invitation to the leaders who have the power to change it.
♻️ This is an activation problem. And it’s solvable.
100% of marketers who responded to our survey want to see more climate action in the marketing and advertising industry. Every single one.
So this was never about convincing people to care. It’s about removing the roadblocks, building the frameworks, and giving people the permission and the tools to act.
That is exactly what we are working on at Content For Good & Co. this year — and events like our Forces for Good live debrief (video above) are just the beginning.
If you want to go deeper on all of this, the full video is now live here in our community. We walk through every finding and what it means for where marketing goes from here.
And if you’re looking for a toolkit to help you start talking to your CMO about sustainability (and how to frame the conversation), here it is.
Save a Google Drive Shortcut → [Link] We will continue to update this cheat sheet for marketers as we collect more insights from leading CMOs during future panel conversations.
Can marketing be a force for good in the world? We think the answer is already yes. Now we just need to see more of it happening. ⤵
See you soon, Megan
🩵💙
About our speakers
Milda Bayer | VP of Marketing & GTM, Lepaya
Milda Bayer is a senior Marketing & Go-to-Market leader with 12+ years of experience across B2B SaaS, fintech, HR tech, and marketplace companies. As VP of Marketing & GTM at Lepaya, she leads cross-functional teams across product positioning, pricing and packaging, demand generation, and BDR strategy, with marketing contributing over 30% to eight-figure revenue targets. She specialises in aligning product, sales, and marketing into a single commercial engine—scaling product marketing, building brand authority, and turning multi-channel campaigns and community initiatives into measurable pipeline and revenue. Combining a strong editorial perspective with a data-driven approach, she oversees ICP strategy, analytics, and AI-enabled programs, and has led executive engagement initiatives and flagship events for enterprise clients
Hannah Wickes | CMO, Career Coach & Climate Marketing Advisor
Hannah Wickes is a career coach and advisor on marketing and governance for climate and social impact startups and nonprofits. She was Chief Marketing Officer for Ecosia, Germany’s first B-Corp, for five years and scaled the organisation to 20 million users, enabling the restoration of more than 100 million trees. She has held roles in business development and marketing at Trivago, managing the UK and Ireland markets. Before tech, she worked as a radio journalist and producer for the Australian Broadcasting Corporation and their youth radio station, Triple J. Hannah is a Royal Society of Arts Fellow, and works with both Creatives for Climate and World Fund VC as an Advisor. She is a Non-Executive Director for media regulator Impress and the Fair Tax Foundation, as well as a Trustee for UK Community Foundations.
Angeley Mullins | Chief Commercial Officer & Sustainability Leader
Angeley Mullins is a seasoned commercial executive who has held leadership roles across Amazon, Intuit, and GoDaddy, and most recently served as Chief Commercial Officer at Resourcify – a circularity platform working toward zero waste.
Her expertise spans revenue growth, marketing, and international expansion in both startups and corporations. In 2023, Crunchbase recognised her as one of the most influential women in sales. She’s been featured in Forbes and VentureBeat, and she’s a frequent keynote speaker and podcaster. Beyond her commercial prowess, she’s passionate about advancing women in leadership and diversity at the executive level.
Megan Thudium | Founder, Content For Good & Co.
Megan is the force behind Content For Good & Co., the impact organisation on a mission to reshape marketing to be people and planet first. With over a decade of experience in marketing and climate communication, and six years running a successful marketing agency in Berlin, she’s built a reputation for crafting strategies that actually mean something. Through Content For Good & Co., she’s connecting a growing global community of ecomarketers and advocating for the marketing as a force for good movement.
